Populous designed the new Changwon City baseball park, in South Korea, after winning a design competition in 2015. The new stadium, due to open in 2018, will be the home ground for top professional baseball team, NC Dinos. The team also engaged Populous Activate to design an enhanced fan experience to unlock the commercial revenue potential of the facility.
CHALLENGE. The stadium builds upon the previous site of an athletics venue adjacent to the NC Dinos existing home, expanding the seating capacity from 22,000 to a 25,000 seat ball park. It meant working with a tight site in a built up residential and commercial area.
Our challenge was also to improve the fan experience and look at revenue potential. We considered stakeholder needs and baselined the fan experience across the team’s current home ground and other stadiums across South Korea to find out fan expectations. This was then compared with fan experience at our current projects in the US, including Atlanta Braves’ new home ground, currently under construction. Our role was then to develop a seamless fan experience across the key touch points from commercialisation (sponsorship and advertising), wayfinding and non-game day content to drive revenue during off season, food and beverage sales and merchandise.
INNOVATION. Populous designed the new park in a way that enhances game day atmosphere by providing a new level of fan experience in South Korean baseball parks while, at the same time, maximising use on non-event days. The ballpark and surrounding parklands are designed so people can enjoy the site every day of the year. The new park is the only open concourse and the first no wall ground level concourse stadium in Korea.
IMPACT. The ballpark will be completed in 2018, ready to start for the 2019 baseball season. The design has efficiently made use of the limited metropolitan space available. Within the stadium, the innovative concourse design results in unassisted wheelchair access and an unobstructed fully immersive visual experience for fans entering the new ballpark.
The ballpark will offer not only an enhanced fan experience, but the work with Populous Activate will mean maximised revenue potential through sponsorship, advertising, merchandise, hospitality, food and beverage and other non-broadcast revenue channels.